Apple is finalizing preparations for the debut of the iPhone 18 line, its new generation of smartphones. The expectation is that the devices will be revealed in September 2026 and reach the market before the end of the year.
Technology sector experts suggest that the first devices to be presented will be the iPhone 18 Pro and iPhone 18 Pro Max. There is also the possibility of a foldable version, called iPhone Ultra, which promises greater storage capacity, improved cameras and advanced artificial intelligence features.
The brand’s future cell phones should come equipped with iOS 27, the latest version of the iPhone’s operating system. One of the big bets is the in-depth integration of the Siri assistant with artificial intelligence, which will be called Siri AI.
Improvements to several core features will make the iPhone even more agile and efficient. This includes advances in screen rendering quality, search engines, memory management and CPU performance.
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Design changes for the new iPhone 18 models
The iPhone 18 line could be launched with four color options, one of which is completely new. The expected shades are light blue, dark gray, silver and a dark cherry shade known as Dark Cherry Hero.
Although the finish should maintain the similarity with the iPhone 17 Pro, the Pro Max version of the new series could feature an LTPO Plus screen. This panel, developed by Samsung, promises to deliver more vivid images and greater energy efficiency to device users.
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Longer lasting battery and improved performance
The expectation is that the new processors in the iPhone 18 line will contribute to a longer battery life, surpassing previous models in capacity.
The iPhone 18 Pro Max should be one of the pioneers to incorporate the Apple A20 Pro chipset, promising significant optimization of energy efficiency and superior performance in both computational and graphics processing.
Innovations in variable aperture cameras
Leaks about the new line’s camera system suggest important technological advances. One of the expected new features is the inclusion of a variable aperture in the main camera, which would allow more precise control of the light entering the sensor and the depth of field of the images. This functionality gives photographers greater creative control over lighting and focus, improving the quality of photos in different scenarios.
Additionally, more advanced versions can feature an improved telephoto camera, ideal for capturing high-quality photos and videos even in low-light environments.
Rumors about a foldable model, the iPhone Ultra
One of the most talked about possibilities for this generation is the introduction of a foldable version. Provisionally named iPhone Ultra, the device, when opened, would be similar in size to an iPad.
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The initial price estimate for this innovative model is US$2,000.
Samsung Electronics, Apple’s competitor, recently introduced a foldable smartphone that, when closed, is the size of a passport, showing the market’s trend for this format.
Increase in costs and final prices of the iPhone 18 line
The values of the new line of iPhones are expected to exceed the historical average for launches, driven by the global chip shortage and growing demand for artificial intelligence components. Although Apple has the capacity to negotiate with suppliers, production costs tend to increase, a scenario already confirmed by the company’s CEO, Tim Cook, who predicts inevitable readjustments.
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The new series’ memory components could cost approximately US$150. Projections indicate that the total manufacturing cost of each unit could reach US$726. Both values represent a significant increase compared to the costs of the iPhone 17 line.
The final sale price to the consumer, however, is expected to be even higher. The iPhone 18 Pro, for example, could be launched in the United States for US$1,299, the equivalent of approximately R$6,600, without considering taxes and the pricing policy adopted by Apple in Brazil.
To put this into context, the 256 GB iPhone 17 Pro model is currently available for US$1,099 in the United States, while in the Brazilian market its starting price is R$11,499.